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VIC120 Introduction to Semiotics and Communication Course Assignment - An Analysis of an Advertisement August 6 2002 The advertisement is one for Silken Vodka a made up company The Vodka bottle was taken from the Smirnoff website and the model for the ad was taken from Cosmopolitan magazine June 2000 issue Additionally the slogan was taken from the Find Your Voice campaign for Virginia Slims The meaning that is being sent out is a statement of female independence and self-sufficiency while still retaining the exterior beauty and luxury associated with being female Silken Vodka attempts to make the advertisement as ambiguous as possible in order to add power to the ad Through minimalization of the positive space the negative space and its lack of detail enhances the subject The first impression of the ad implies any number of suggestions that discreetly hint at every possible product targeting women including makeup perfume jewelry or beauty aids However upon closer inspection the article is in fact an advertisement for alcohol Initially the viewers eye is first drawn to the face of the women From there a subtle string of font leads the viewers eye to towards the product name and slogan This small line of words acts as a visual guide an index rather than as text finally pointing the way to the iconic signifier ie the vodka bottle The icon seems to gleam silver a colour often associated with sleek subtlety and strength greatly drawing the attention of the viewer towards the product When the viewer finally focuses hisher attention on the text heshe will encounter a vague catch phrase that can be interpreted on infinite levels This message willfully strikes the consciousness and provokes thought NEVER let the goody two shoes get you down One can only assume that the woman in the ad is the speaker since there is no other person present With whom is the narrator communicating with One conclusion would
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